2010 - 2011 Marketing Plan
2010 - 2011 Marketing Plan - COMMUNITY RELATIONS
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VISITOR GUIDE & FULFILLMENT
Objective:
* To provide the visitor with high-quality, easy to use visitor information and travel planning guides to be distributes in our target areas
Strategy:
* Visit Mendocino County, Inc. and goMendo.com will be the centralized source for Mendocino County visitor information
* Produce collateral materials with a consistent, uniform look that reflects the Visit Mendocino County, Inc. brand that provides up to date, accurate information to potential visitors
Tactics:
* Tear Off Maps
* Research and develop an inexpensive tear off county map to help with visitor way finding
and promotion. Maps will be regional with the intention of producing 2-3 the first year
* Map design will be similar to other county promotional materials
* Finished map pads will be distributed countywide to hotels, attractions, restaurants, etc.
Official Visitors Guide:
* Distribute 75,000 guides to regional visitor centers, California Welcome Centers, Convention & Visitor Bureaus, AAA offices, consumer and trade shows, media requests, consumer inquiries, local and regional events and other travel outlets
* Produce the 2nd annual Official Mendocino County Visitors Guide, improving upon the first edition. Guide to be complete by May 2010|
Other Promotional Materials:
* Produce an annual events guide promoting the multitude of events throughout Mendocino
County
* Encourage specific industries to produce County-wide maps highlighting their industry.
Examples are: Art, Culture & Gallery, Nature Tourism, Wine
Photo Library:
* Maintain and add to the Visit Mendocino County, Inc. digital photo and video library of
Mendocino County attractions, events, landscapes, etc. This will include the organization of a photo/model release database and photographer contracts
* Staff will start to photograph events and activities as well for use in promotional efforts
* A master database of photos will be created, maintained and distributed to staff and
designers annually
Fulfillment Services & Inquiry Database:
* Coordinate the Official Mendocino County Visitor Information fulfillment program through the use of existing 1-800 numbers, goMendo.com, advertising and article leads and tradeshow inquires
* Maintain an in-house, query based Access database to house all of the visitor inquiries
and leads we receive. Visitor inquiries and leads can be organized to provide inquiry statistics by ad type, inquiry location, date, source, etc. The information gathered in this database will be used to generate query reports to better focus advertising and marketing efforts
Goal:
* Produce 2010-2011 Official Visitor’s Guide, annual events calendar and tear off maps to
enhance visitor experience
* Develop and maintain inquiry database to be used for measuring ROI and planning future
marketing activities
